We’ve just released our latest independent study, Messages to Overcome Naturalness Concerns in Clean Meat Acceptance: Primary Findings. To complement this release, we’ve gathered together several other resources that serve to explain the data, as well as some of the broader issues at play. Below is a list of key points from our findings, as well as a collection of the related resources we’ve made available.

This graphic primer gives a different overview, using Faunalytics’ study, as well as pulling in information from other research related to clean meat as well and animal farming more broadly.

Another blog by Jo Anderson, “Six Tips For Talking About Clean Meat,” looks at direct implications for advocates, lobbyists, and others.

While early research on consumers’ reactions to clean meat has been mixed, it has generally focused on understanding “baseline” attitudes toward clean meat — asking people who know little about it whether they’d be willing to eat it. This study put clean meat in context for people, by describing its positive benefits and the downsides of conventional meat production. With that positive context, we saw a much more favorable level of acceptance. Successful aspects of the messages used in this study can be used by advocates, lobbyists, and others to promote clean meat. The ultimate goal is to reduce reliance on animal farming by encouraging as many people as possible to switch to clean meat once it becomes available.

Thanks in Closing

The study has been a labor of love for the entire research team, comprising Jo Anderson, Chris Bryant, Kathryn Asher, Che Green, Kris Gasteratos, Bruce Friedrich, Jeff Rotman, and Jamie Macfarlane. We are also extraordinarily grateful to the many people who provided feedback and advice on the research design. And finally, this project would not have been possible without the generous support of the Animal Advocacy Research Fund.

Related Posts

In our final analysis for the 2018 Animal Tracker, we offer our takeaways. Though much has stayed the same over the past decade, animal protection remains popular and there seems to be support for stronger animal protection laws.